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What You Must Avoid Doing, If You Want To Keep Your Prospect Glued To
Your Sales Copy
by: Craig Garber
Yesterday while doing a sales copy review -- a problem kept coming up repeatedly,
and it's one I see very often. The problem is...
Wasted Words.
A lot of times when you're writing copy, since you know "the more you tell,
the more you sell" you feel sort of "compelled" to go into every little detail
about yourself... the reasons why you invented your product... and the reasons
why all the other products out there aren't "worthy" when compared to yours.
The truth is, you don't need a LOT of that stuff.
If details about yourself are relevant, and if they will add to your prospects
"reasons why they should buy", then include 'em. But if they don't contribute
towards the compelling benefits of your product, then don't.
For example, if you took college courses that gave you knowledge about your
product or your industry, chances are your prospect doesn't need to know
about this -- these are minutia details that don't help your selling process
-- and are basically wasted words.
However... if you took a college class that was only given ONE TIME, and
it was taught by a "celebrity" professor or instructor in your field... and
your exposure to this "celebrity" gave you some "inside secrets" or "back
door knowledge" that led you to this startling discovery that became the
evolution of whatever it is you're pitching...
Then this IS the kind information you WANT to include in your sales copy!
Be careful about wasting words in your sales copy -- nothing's going to hurt
you more than this.
Having wasted words in your sales copy is like watching a half-hour sitcom
on television, but instead of good TV programming, all you're getting is
29 minutes of commercials and adverts, and only one minute of content.
And I don't need to tell you, if this happens... all your prospect's going
to do... is grab their remote... and click... "off".
Now go sell something.
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About The Author
Craig Garber is America's top direct-response copywriter. Join the ranks
of the swelling list of global VIP's who subscribe to his unconventional
daily marketing moments, and discover how to seriously crank up your sales
at
http://www.kingofcopy.com.
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